(video summary at: https://conversionhotel.com/session/keynote-2019-friction/) When I asked the #CH2019 attendees about topics they want to learn more about, consumer Psychology popped up in the top 5. Happy to see this topic so high on the list, because I truly believe that effective optimization is a combination of data & psychology. Going through potential speakers I reached out to Roger Dooley, because he just published his new book: “Friction – The Untapped Force That Can Be Your Most Powerful Advantage” (McGraw Hill, May 17, 2019). I’ve seen Roger on stage several times around the world presenting about his previous books, but he was never on stage yet at Texel. Perfect timing: so now he will be on our stage in November this year, to spread his knowledge, interact and investigate where friction can be reduced. Roger is also the author of Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing. You might know him of his popular blog Neuromarketing or his columns at Forbes.com and I’m happy he accepted to keynote at CH2019. Cheers, Ton Wesseling Founder & host of The Conference formerly known as Conversion Hotel

5. One week
later…

11. Engaged employees!

16. “…will arm any
manager with a
mental can of
WD-40.”
-Richard Thaler

17. fric•tion [ frik-shuhn ] n. 1. Any
unnecessary effort to perform a
task.

19. FACT: WE
USUALLY
DON’T
SEE
FRICTION.

20. FACT: EVEN IF
WE SEE
FRICTION, WE
USUALLY
IGNORE IT.

27. Dad’s gone!

28. Food!

32. 29
SECONDS

33. 2 min
30 seconds

34. 9 MIN 33 SEC
20X MORE
EFFORT!

35. “Seriously?”

36. FOOD CONSUMED:
100%

38. FRICTION CHANGES BEHAVIOR.

39. FRICTION:
AN
INVISIBLE
FORCE

40. Friction
1500 AD

43. Law of
Least Effort

50. “Don't focus
motivation on
doing [X].
Instead, focus
on making [X]
EASIER to do.”

53. PEOPLE (AND
DOGS)
PREFER “EASY.”

54. THE HIGH COST
OF FRICTION

55. $4,600,000,000,000
2016 Est. – Business Insider

57. BIGGEST
CONSUMER LENDER IN U.S.

59. SUCCESS SECRET:
EASY LOAN PROCESS

61. “Push button,
get mortgage!”

62. - SIMPLE PROCESS
- AUTO-IMPORT
- AUTO-FILL FORMS

65. Acquisition Retention

75. REPEAT
PURCHASES

81. Image credit: CNN

82. Image credit: CNN

83. 8%

84. 0%

85. EMOTIONAL
UNCONSCIOUS
NOT RATIONAL!

88. HIGH EFFORT
-----
96%
DISLOYAL

89. 94%
Low Effort High Effort
4%

90. “SAY BAD THINGS”
88%
Low Effort High Effort
1%

94. 1 2 3 4 5 6

97. HIGH EFFORT
INTERACTIONS

108. 2008: FRUSTRATION-FREE
PACKAGING

109. 73% REDUCTION IN NEGATIVE
FEEDBACK

118. |

120. 2
KEYSTROKES

121. 0
KEYSTROKES

122. 0
KEYSTROKES

131. 3 of 4 top results
not relevant.

132. Results relevant
but incomplete.

133. All results
accurate –
sponsored &
organic.

139. “Autocomplete
tags reduce
friction!”

140. 12
form fields

157. Credit: GrowthManifesto.co

158. Credit: Extrawatch.com

160. ASK
QUESTIONS

169. EasyDifficult

171. FOCUS ON THE
IMPORTANT QUESTIONS
& BEHAVIORS!

177. •
•
•

179. Customer
Experience
Employee
Experience

187. YOU HAVE PERMISSION TO
EXPOSE!
Bad UX & CX

188. YOU HAVE PERMISSION TO PUSH
BACK!
• Legal
• Compliance
• IT
• Security
• Accounting

189. GO ROGUE!
Patrick

190. “HIGH
EFFORT?
NAHHH… IT’S
JUST A FEW
KEY STROKES!”